Shopping for savings high on grocery lists

Frugality — a word that typically conjures up images of elderly women clipping coupons. digging through coin purses and reusing aluminum foil — has gotten a makeover in the past year.

Corina Curry

Frugality — a word that typically conjures up images of elderly women clipping coupons. digging through coin purses and reusing aluminum foil — has gotten a makeover in the past year.

The recession, which emerged in late 2007 in the Rock River Valley, has changed the way people look at a lot of things — their jobs, their investments, their futures and, yes, even how they shop for food.

Coupon usage changes 2007 to 2008

38% Increase in online coupon site page views

85% Increase in printable coupon site traffic

190% Increase in Coupons.com site traffic

37% Increase in time spent on coupon sites

45% Increase in Internet searches for “coupons”

89% Consumers expecting to use more coupons

72% Consumers claiming more coupon use

Sources: comScore, ICOM, Hitwise and Prospectiv

After 14 years of year-over-year declines, grocery coupon use hit 2.6 billion redemptions in 2006 and stayed at that level for 2007 and 2008, according to Matthew Tilley, director of marketing for Inmar, a team of national logistics and promotions specialists. An increase was expected for 2008, but now appears to be on track for 2009.

“If you look at quarters, the fourth quarter in 2008 had a 10 percent increase over 2007,” Tilley said. “The first quarter in 2009 showed a 17 percent increase over 2008. So it looks as though the increase will come in 2009.”

And Tilley says the people who are making up a large part of the trend are young adults, ages 18 to 44 — turned on to coupon use because of the bad economy.

Julie Squires of Rockford is one of them. Squires said her spending habits changed greatly in the past year as she worried more about how she’d make ends meet.

“There’s no eating out anymore. No Starbucks. I’ve learned to make my own espresso,” the 30-year-old mom said. “I definitely go to more stores now. I shop the ads and look for coupons.”

Squires said she’s also learned to plan her meals around what’s on sale rather than family favorites or the craving of the day.

“Prices are going up, but we don’t seem to be making more money,” she said. “I’m fearful of what’s to come because it’s not just me. I have three kids to feed, too.”

New eating habits
While coupon redemption may be indicative of the nation’s newfound focus on how they spend their dollars and cents, coupons aren’t the only way to save big bucks on groceries.

Just ask Jodi Didier of Winnebago, who used to teach a continuing education class at Rock Valley College called “How to feed a family of 7 on $60 a week.”

Didier, 50, taught the class in 1998. She now feeds 10 on less than $120.

Didier walks the aisles of a grocery store like a pro.

She’s scanning the in-store advertisements. She’s thinking three or four meals out. She passes the soda, chips, and prepackaged and prepared foods like box dinners and microwaveable sandwiches and snacks without batting an eye.

“You can make this,” she said holding a box containing a rice dish. “You can buy plain rice and season it the way you want, and you can make much more for the price. You can make yours even better than this.”

‘Real food’ starting point
Didier said she always starts her weekly shopping trip with “real food” — meaning produce — works her way through staples like butter, tortillas and tomato sauce, and buys meat last. While her family isn’t vegetarian, they’re close, she said. They eat many more fruits and vegetables than meats — partly because of the expense and partly because it’s healthier, Didier said.

“If people are just starting to do this, I always tell them to take one or two steps at a time. It’s a lifestyle change, and if it’s too much all at once, it won’t work,” she said. “You have to be ready for the mindset that ‘You eat to live’ not ‘You live to eat.’ ”

Most of the family has oatmeal for breakfast. Lunches are sandwiches or leftovers. Almost anything can be grilled in a tortilla with some cheese.

The key word is occasional, Didier said. Occasional treats like soda and ice cream or a trip to a fast-food restaurant have become everyday fare in some families, she said, something that causes huge increases in their food costs.

“People who tell me ‘But fruits and vegetables are expensive’ usually are the same ones buying pop and ice cream and cookies,” she said. “I don’t buy that stuff.”

Another thing Didier’s noticed that is causing families to spend more than they should is catering to picky eating habits — preparing four different meals for one sitting or going out to eat to keep everyone happy.

“I tell my kids ‘I’m not a restaurant. You can eat what I’ve made, or you’re welcome to fast until the next meal,’ ” Didier said. “It works. It’s not about being their friend. Now they all have great eating habits. They eat healthy. They like to try new things, and most of them know how to cook for themselves — from scratch even.”

In-store deals
While Didier takes a pass on the coupon hunt and prefers in-store deals and shopping smart, the rest of the nation is clipping and printing away.

“All of the signs point to consumers definitely being in savings mode,” Tilley said. “As the downturn continues to wage on, there is a culture of savings starting to emerge. As that happens more, we will see a more significant change in the way people view coupons. People won’t think it’s just an older woman thing anymore. It’s already starting.”

John Morgan, executive director of the Association of Coupon Professionals, agreed.
He called it “the entering of an era of frugalness,” particularly among young people who haven’t been through or were too young to remember the recession of the early 1990s.

Morgan said part of the reason why coupon use is spiking among the younger generation is because of the way the industry has expanded over the years. Internet coupons and frequent shopper cards appeal to the young and tech-savvy. Internet coupon use increased by 140 percent from 2007 to 2008.

“There has always been a correlation between coupon use and the economy,” Morgan said. “As the economy goes down, coupon use goes up. It’s the consumers’ way of saying ‘Times are tough.’ ”

Amanda Sanchez, 32, of Freeport is a regular coupon user. She said she has become much more mindful of them and the savings they brought in the past year.

Thrift, resale stores
Sanchez is shopping at thrift and resale stores more this year, too. She said she can’t stomach the $50 to $70 prices on clothing for three girls, ages 7 to 11, and prefers to pick up things for $5 or $10.

“Our spending habits have changed a lot,” said the mother of three. “We look for specials and buy what’s on special. We look through the coupons every Sunday. You have to or you won’t make it.”

Staff writer Corina Curry can be reached at ccurry@rrstar.com or 815-987-1371.

Tips for cutting costs
If there’s a way to spend money on it, our local expert in frugality, Jodi Didier, has a way to reduce costs.

The key to it all is effort, Didier said. You can only save as much money as you want; but if you want to do it, the possibilities are endless.

Here are some of our favorites from Didier and the Web:

Transportation: Do you really need two or three cars? Do you really need a gas-guzzling SUV? Answering no to either of those questions can equal huge savings. Then there are gas savings. Can you carpool and share gas costs with friends? Can you get by riding a bike, taking the bus or walking? Look into telecommuting. Combine errands to cut driving time.

Utility costs: Living in a smaller home can save you hundreds a year on heating and cooling costs, and the home typically costs less, too. Pay bills online to save on postage. Dry laundry on a clothesline rather than in a dryer. Try washing clothes in cold water rather than hot. Wait to turn on the heat or air conditioning until you need it and adjust the thermostat when you won’t be home for long periods. Go over cable and cell-phone bills and ask yourself what you can live without. Perform proper maintenance on appliances or other items. If you spent money on it, you should keep it working as long as possible.

Items you need: When a need to buy arises, see if anyone has an extra to sell. Check out resale and thrift stores, garage sales, and classifieds. Look for clearance racks and markdowns at retailers. You’d be surprised what’s out there for resale. If you’re looking for it, chances are someone bought it at one time and may be looking to part with it.

Eating: Eat out less. When you do go out, look for bargains. Take a lunch to work instead of going out. Avoid convenience, packaged and prepared foods. They tend to cost more. Cook your own meals and freeze them for later. Drink water. Reduce your consumption of alcohol and sweets. Use coupons and frequent shopper cards and check clearance items when at the grocery store. Stock up on items when they’re on sale.

Entertainment: Use the library instead of buying or renting books, CDs and DVDs.

Downsize: Sell what you no longer use and use the money to buy something you want or need.